TMW #197 | Wednesday Martech Briefing
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The intersection of Martech and Adtech, end-to-end service automation, vertical accelerator plans
Here’s the week in Martech:
- The intersection of Martech and Adtech: Zeta Global is right in the middle.
- End-to-end service automation: Cutting humans out of customer service.
- Vertical accelerator plans: Industry-specific solutions are going deeper and deeper.
- Everything else: the DOJ wants a Google breakup, Microsoft shuts down its retail media business, more convergence in CDP land, the last days of last-click, and more.
👇 Here’s everything you’ve missed in marketing and tech this week.
📰 Latest Developments
The intersection of Martech and Adtech. Last week, Zeta Global – the "AI-powered marketing cloud" – announced its acquisition of LiveIntent, a platform that enables publishers to programmatically sell ad space in their email comms. The deal will see LiveIntent's identity graph of 235M hashed email addresses added to Zeta's identity resolution capabilities, as well as give Zeta a foothold in publisher monetization. This deal is a real sign of the times, touching on all the key trends driving the convergence of Martech and Adtech in 2024: It addresses third-party cookie deprecation and signal loss by increasing Zeta's addressable, authenticated audience; it propels Zeta into publisher monetization, which has been cratered by Google's monopoly power in search, programmatic advertising and web browsers; and it bolsters Zeta's recently announced plans to get into the retail media space. U of Digital pointed out that this deal puts Zeta in a unique position in terms of independent tech companies (i.e. not the Walled Gardens) in that it has access to unique publisher data, unique advertiser data, and media activation capabilities via its Zeta DSP. Zeta is building and buying capabilities that position it right at the intersection of Martech and Adtech.1 💬 Link
💬 Insights from Alium, The Buyer Intelligence Platform:
- The intersection of Martech and Adtech: “[Zeta is] managing our digital media… Think display, paid social, paid search, [and] all of Meta search. But they also have a CDP. So, the CDP we are using in media, but we are also using it in email marketing because we do our email marketing through their tool.”
Accommodations | $100M to $500M revenue | 1K to 5K employees
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Stay Curious,
Keanu Taylor
Make sense of marketing technology.
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Want to share something interesting or be featured in The Martech Weekly? Drop me a line at juan@themartechweekly.com.